Top TV Takeaways from the 2014 Code Conference – Part 1

From May 27 – 29, technology website Re/code,
which just launched this past January, held its inaugural Code Conference, also known as CodeCon. The convention was organized in order
for industry executives to discuss the current effects of digitalization, and
how emerging innovations will change things down the road.

Business leaders offered presentations and conversations on
a variety of topics, including (and most importantly) television. Here, we have
gathered the specific thoughts on TV from respected industry captains.

This will be the first in a two-part article series. Please check back for the second article later this week.

Mary Meeker

Mary Meeker, a partner at venture capital firm Kleiner, Perkins, Caufield and
Byers, provided a lengthy PowerPoint slideshow that analyzed many Internet trends. Of the company’s findings,
they discovered:

TV listings are expanding beyond the traditional grid format

The intriguing point is made that when the World Wide Web first arrived in
homes, many websites utilized a directory for easier navigation. Themes and
aesthetics changed over the years to where they are today – specialized sites
with simple search functions. Similarly, TV listings have appeared in a well-known
grid for decades, but electronic program guides, apps and search systems are
changing the way they are displayed, and in some ways replacing channels.

Television advertisements have a greater impact on those who use social media
service Twitter.

53% of those who watch TV and use Twitter recall ads, as compared to the 40%
who just watch TV. Twitter users also have higher favorability towards brands,
as well as a higher intent to purchase.

New video genres are experiencing meteoric rises

Twitch, a video platform for gamers rumored
to be purchased by YouTube, has a very high volume of spectators who enjoy
watching others play games. It is the top live video streaming site by volume,
with 44% of the market share. WWE comes in second with a mere 18%.

Millennials are watching more television online

Approximately three times the amount of Non-Millennials – 34% of Millennials –
utilize online viewing platforms to view television. Comparatively, 59% of Non-Millennials
watch live TV.

The Internet is replacing linear television

Around 1950, the traditional TV set was used for 100% of viewing, however 54
years later, other devices, like connected TV, computers, mobiles and DVRs cut
into that statistic. Today, 57% of viewing is performed with a TV set, and new
methods are being investigated for content creation, consumption, curation and
distribution.

Be sure to return later this week for Part 2, which will feature additional leaders.